Exhibit 17.1   LinkedIn’s Audience. (Source: LinkedIn, 2019).


A social networking platform that is business and employment-oriented, LinkedIn is the largest global community of business professionals. It is a unique and powerful marketing platform, especially for business marketers.

Focussing mainly on the use of LinkedIn for digital marketing, this chapter covers details of organic reach and paid advertising on the network, and the advertising options and formats.


Exhibit 17.2   LinkedIn’s 610 million members are spread across the globe. (Source: Social Media Today).

With over 610 million members spread across the globe (Exhibit 17.2), and over 30 million companies using the network every month (source: LinkedIn, 2019), LinkedIn is ideal for networking with professionals, and for advertising to business markets.

As shown in Exhibit 17.1, substantial proportion of these users are classified as decision-makers, and many are considered opinion leaders. A key demographic, millennials make up 38% of user base, with 11 million of the 87 million millennials in decision-making positions.

Though relatively low compared to Facebook (90%), mobile usage is close to 60%, and increasing.


Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.

What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools

Marketing has changed. More so in practical terms, and marketing education is lagging.

The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.

That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.

MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.

The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.

Dare to Play

Dare to Play

Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.

But be careful. There are plenty of toys that masquerade as simulators.

Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.

While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.